Bacardi Daiquiri launched in 2009, as a national drink strategy. They were looking for a style that communicated the classic Hand Shaken Daiquiri of the 40's. They wanted to use sex appeal of a bartender, but still represent the 1940's Havana bartender. The initial wardrobe style I came up with was a sexy version of the 40's bartender wardrobe. In the end, we ran the program with the red dress. You can see the initial wardrobe concepts in the below out takes.

This ad launched the 360 degree program across the US, web, advertising, ooh, print and multiple digital formats.